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WorldCist'18 - 6th World Conference on Information Systems and Technologies

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Using social network analysis to identify user preferences for cultural events

The subject of this paper is social network analysis and its possible application in the field of culture. The main goal is to investigate the potentials of social network analysis for detecting user profiles and preferences regarding the certain types of cultural events. Data was collected through a mobile application and a survey. The results were analyzed using Ucinet and Vosviewer tools. The results reveal three clusters of events, as well as the most influential users and their preferences towards certain types of cultural events. The obtained results can be used to define future marketing activities, such as customization of offers regarding the identified users' preferences.

Stevan Milovanović
Faculty of Organizational Sciences, University of Belgrade
Serbia

Zorica Bogdanović
Faculty of Organizational Sciences, University of Belgrade
Serbia

Aleksandra Labus
Faculty of Organizational Sciences, University of Belgrade
Serbia

Dušan Barać
Faculty of Organizational Sciences, University of Belgrade
Serbia

Marijana Despotović-Zrakić
Faculty of Organizational Sciences, University of Belgrade
Serbia

 

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